There are lots of ways to make your product popularize. Sometimes, it also depends on what your products appeals to, but that is just a matter of chance as this is a thing considered at a later stage. For initial marketing, I think that when you have a website going on, you can go for online marketing like offering an affiliate program, join social networking, give something away but the best among the concepts is to place your ads in videos and publish them on sites that have videos for general viewing. This is a great way to make your product reach a million people as the number of them watching online videos is a lot more and to help you to gets adds in videos, offers an excellent platform for marketers to publish their videos by directors with adds.